Project purpose and objectives
November 4th, 2024, the Bino Visor, a product created and manufactured by The Creative Hunter LLC, came to market. The product needed a marketing plan and strategy to get word out and start selling products. The plan was to use Instagram and other social media channels as the main source of marketing to sell products and build a brand centered around the values and culture of the company. Success could be measured using analytics from social media and sales to analyze correlations between content and sales.
The project (samples of the work produced or the final product)
There were three main parts to make this project successful, creating content, planning posts, and adapting based on analytics.
Content
The content I created revolved mostly upon the product and features this product has that truly make it first of its kind in the industry. I captured both video and photo content to make instagram reels and posts and also to use photos for advertising on the website.
Posting Content
Content was posted twice per week with the goal of generating traffic to the website in order to turn those into sales. The best content was reels, these drove the most traffic to the website. Another great website driver was youtube, I posted a handful of youtube videos and one major film that brought a lot of traffic and some sales to the website.
Analytics
Instagram was the main content page and over the last 90 days of the project a few things stood out. Followers of the page had a 9.8% increased from roughly 4900 followers to 5387 since the posting began. Engagement increased nearly 93% among non-followers and 6.8% among current followers. Accounts reached also increased a staggering 98.3% among non-followers and 1.7% among followers.
Measuring website statistics since November 1, 2024, we see a steep increase on the product release week all the way to a maximum day of 128 visits and steadily declined the second week of the product on the market. The website visits stayed steady from November 17 until now at around 25 visits per day.
We can see website visits came mostly from mobile devices mainly through instagram or direct visits.
Total revenue also had a big increase at the release of the product and followed the trend of website viewers steadily decreasing over time.
Challenges Encountered
This project resulted in a lot of positive feedback from the community but, the most challenging part was getting the reach I hoped for in the planning stages. The content produced was good but looking back I think the biggest thing I lacked was the amount of content being posted on social media. Making sure to post more often while still advertising and pushing product content was the most difficult part because of the time demanding aspects of creating content. Creating time to go out and capture the content in use was hard because it wasn’t something that can be done at home. Luckily I was able to make the most of my time and capture content while I was out hunting with other people.
Project processes
My process throughout the last 3 months was first to creating a strategy and plan for how the achieve the main goal of selling a product through social media. The plan entailed posting two reels and two photos every week each with a corresponding instagram story with a link to the product. Using the data, I planned to reevaluate the plan if needed after four weeks of this method.
After planning came creating the content. This was an ongoing process but I wanted a handful of content to pull from for the first week of posting. Most of the content I wanted to be in real scenarios in the mountains with the product in use. This meant going into the mountains to capture the content. Luckily I already had a few trips planned so I created content as I went on each of these trips. Content consisted of videos and photos to use on instagram for reels and posts.
After evaluating the analytics I made a change after four weeks and started posting content less related to the product and more related to the brand which proved to have less impact on sales but grew the brand following significantly more. The plan moving forward is to implement a variety of both strategies in order to maintain sales and continue to grow the brand.
An overview of the experiences you had – What insights or takeaways you have gained from the project
I truly enjoyed this process of creating sales from a social media account. Being able to plan and implement a successful strategy and learn from the whole process is something that will greatly benefit my career moving forward. I learned that I can be very good at creating the content once I get in a flow of doing so the hardest part is just starting.